Pickleball Becomes Ground Zero for Wellness-Focused Brands
Le-Vel’s partnership with USA Pickleball reflects a broader push by wellness and performance brands, Vita Bella, FitVine Wine and Stack Athletics among them, to align with the sport’s growing influence
Le-Vel, the wellness company behind the Thrive product line, is stepping onto the pickleball court. The company has inked a partnership with USA Pickleball, the sport’s official governing body, in a bid to reach new health-conscious consumers and deepen its footprint in the active lifestyle space.
The collaboration kicked off during the Golden Ticket Tournament in Greensboro, North Carolina, held May 28 through June 1, where Le-Vel distributed 250 curated gift bags to top players. Each bag featured Thrive 3-Step Experience, Thrive Activate, an energy drink mix and Thrive Thirst, its electrolyte hydration blend.
“We’re thrilled to welcome Le-Vel as a partner of USA Pickleball,” USA Pickleball senior director of partnerships Christian Portaro said. “Thrive’s commitment to wellness, vitality and performance mirrors the passion and values of our community. This collaboration will help elevate the player experience from grassroots tournaments all the way to Nationals.”
Le-Vel plans to energize courts across the country throughout the 2025 season, with appearances slated for upcoming Golden Ticket Tournaments in Newport Beach and Colorado Springs. The partnership will culminate in a major presence at USA Pickleball Nationals in San Diego this November, which is expected to draw tens of thousands of players and fans.
“This partnership isn’t just about brand visibility – it’s about building momentum, showing up in meaningful ways and connecting with new audiences who care about their health and how they show up every day,” Le-Vel’s director of marketing and social media Chante’ Markus said. “Pickleball is more than a sport. It’s a lifestyle. And so is Thrive.”
If you’re keeping score, Le-Vel isn’t the only brand making moves in the pickleball space. As the sport continues its meteoric rise across the U.S., wellness and performance companies (as well as QVC) are racing to get in on the action.
Vita Bella, a digital health platform focused on performance-enhancing therapies, recently signed on as the official health and wellness partner of DUPR, the global pickleball rating system. The partnership gives DUPR+ members access to customized health protocols, including peptide therapy for muscle recovery, hormone optimization and anti-aging treatments, all tailored with pickleball players in mind.
Luxury athletic country club operator Life Time is also expanding its pickleball footprint by blending the popular sport with opportunities for social wellness through a new partnership with FitVine Wine. The brand, known for sugar-free, lower-sulfite wines, is now the official wine sponsor of Life Time Pickleball and will be woven into a variety of in-club experiences across the country, from Life Time Pickleball Classic tournaments to Afterglo events. Members can expect exclusive tastings, post-match celebrations and immersive gatherings.
Meanwhile, Stack Athletics is doubling down on its pickleball ambitions. The premium apparel and performance brand has acquired Vulcan Pickleball, a top player in the equipment space, further cementing its foothold in the fast-growing sport. As part of the deal, the Vulcan VPRO Flight ball will become the official ball of Major League Pickleball, DUPR and a slate of affiliated events, including High School Pickleball, Minor League Pickleball, Collegiate Pickleball and the indoor franchise The Picklr.